Ep 94 : Mayur Hola on Transforming Brand OYO - Strategic Marketing Case Study

‘Come to OYO’  Campaign won big at the 2022 Jay Chiat Awards. What was the business & the brand challenge, the consumer insights and the communication strategy  behind the unique campaign ?  How did 'Come to OYO'  campaign evolve over subsequent years? What was the cumulative impact on brand and business of 11 films in multiple languages?  How coming together of 3Ks- KJO, Kukki and Krrish campaign drive conversations and what was the marketing objective behind it ? Why did OYO’s brand image need a complete overhaul with women consumers? Please share the challenge and key insight that led to ‘#Showsomerespect’, an ORM exercise that won over women? How did Paper to Pixel create  positive buzz and  increase brand consideration of OYO ? Mayur answers the above questions and many more as he takes on a journey of how he & his team transformed Brand OYO in a space of 3-4 years, and in doing so won the most prestigious Global Awards for marketing effectiveness including Jay Chiat & WARC awards  (2 Golds, 2 Silvers  respectively in the same year AND a Grand Prix) Mayur Hola is SVP, Global Brand at OYO.  He has built brand into a strategic marketing and growth engine and transformed brand OYO. Today OYO ranks amongst the top 10 most effective brands as recognized by global benchmarks such as WARC, Jay Chiat & Effies. In the past, he has worked as senior creative leader in advertising industry working on many of the world's biggest brands like Coca-Cola, Domino's, TrueCaller, MasterCard, Reckitt, National Geographic etc.  Please connect with Mayur Hola on Linkedin https://www.linkedin.com/in/mayurhola/ Email Mayur at [email protected] Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.  Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/   Email Jasravee at [email protected] Index of Content 00:00 Preview & Introduction to Mayur Hola 03:25  Come to OYO Campaign - The Context  of OYO, Organizing the Unorganized Hotel Segment  06:25 How OYO Brand Was Created - Value Brands are Looked Upon by Opinion  Makers 07:40 How OYO Brand was Created - ConsumerTech Startups don’t focus on Brands , Brand Built by Pop Culture  10:30 OYO Brand Value Proposition - Location, Price ,Availability 12:10 Come to OYO  Campaign - Learning from Consumers 14:35 Come to OYO Campaign - India’s Lack of Space & OYO’s Ubiquitousness 18:11 Come to OYO Campaign - Hotel Owner’s Perspective, Challenge to Create Demand 26:11 Driving Emotional Perception for a Brand  -  Kjo, Krrish and Kukki  (3K) to OYO's Rescue Campaign   28:11  Driving Emotional Perception for a Brand - Cadbury, Zomato 30:52 3 K Campaign - Targeting Premium Families & Shareholders 34:52 3 K Campaign - Driving a Narrative, Conversations, Influencer s 41:20 Paper to Pixel Campaign  - How OYO Increased Brand Consideration 46:55 Paper to Pixel Campaign  - Association with Olympics, Women Safety 49:40  ‘Safe for Women’ Campaign through ORM (Online Relationship Management ) - Case Study on Brand Purpose 58:35 Rapid Fire - Personally Speaking with Mayur Hola 01:01:30 Connect with Mayur Hola Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee